2. Is it ethical to exploit cultural norms and values to promote a product? Discuss.
It is ethical to utilize cultural diversity and values of a community to promote a product. However, such promotion should only be done in a way that there are not demanding to a particular group or cultural norms. Considering the case of Fair and Lovely, promoting the product using the dark and fair skin is divisive and portrays people with dark color as inferior to those with lighter color. In addition to that, the advertising identifies people with lighter color as people who have more opportunities in life, something that is likely to demean people with dark color. To this extent, the promotion is unethical.
3. Is the advertising of Fair and Lovely demeaning to women, or is it promoting the fairness cream in a way not too dissimilar from how much cosmetics are promoted?
Advertising of Fair and Lovely are demeaning to women with dark color. Fair and Lovely portray women with light color as the only group that have opportunities. These advertisements offend people with dark color, considering that character, abilities, and opportunities are not defined by color. The advertisement should concentrate on its effectiveness and not describe the difference between light skin and dark people.
5. In light of AIDWA’s charges, how would you suggest Fair & Lovely promote its product? Discuss. Would your response be different if Fairever continued to use “fairness” as a theme of its promotion? Discuss.
I would suggest that Fair and Lovely reconsider the cultural impact of their advertisements. AIDWA should demand that HLL answer a few questions in the respect of their issues. The questions include: Does the Fair & Lovely advertisement depict racism?